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Many people employed in courier work are actually self-employed. If you fall into that category, promoting yourself and your business is critically important. That’s because you don’t have a big company behind you doing it all on your behalf. Here are a few good ideas as to how you can go about getting your business more widely known and attract larger income streams as a result. Top Tips • Networking. For decades this has consistently been the most effective way to get your business known and to secure more contracts. Some people involved in courier work seemed to think this is all about joining associations and going to functions. In fact, while the social side can be important, most networking is done through Internet forums sharing ideas, websites offering work and just getting out and about to talk to fellow professionals in the business. • Press releases. There are specialist sites and associations that will publish press releases relating to your company. They need to be professionally written and structured or they will be ignored. They also have to contain at least a semblance of something considered to be news. Press releases that are nothing more than a crude attempt to disguise an advertisement will often be ignored and binned. • Local press. Don’t forget that the local press in your area may be very interested in commercial stories. So, write another press release and send it directly to them. • Advertising. You will need to do this carefully because some advertising can be expensive and might actually yield very little by way of results. Trade publications or websites can be useful again. You might also want to consider online facilities such as Craig’s List. • Websites and blogs. These can be very effective, but many people engaged in courier work will also tell you that they have invested a lot of effort in this area and it has achieved nothing. This brings into question subjects such as Search Engine Optimisation (SEO) and the need for professional advice. Make sure you get this professional input before sitting down for days to build and write your own website or paying someone a lot of money to do so for you. • Referrals. This is another one of the most effective ways to promote your business because potential new clients like to eliminate the risks of dealing with unfamiliar couriers. Trying to persuade your existing clients to recommend you to others is essential. • Success. Referrals are closely linked to perceptions of professionalism and success. Courier drivers who have indifferent reputations for things such as punctuality, clear communication and going the extra mile to achieve customer satisfaction are unlikely to get recommendations from anybody - or indeed repeat business. Keep in mind too that appearance and attitude is important here. Potential customers want to see someone who is smart in appearance and ‘plugged in’ rather than someone who looks scruffy and unprofessional. Marketing yourself is far from easy. It requires on-going effort and planning. Contrary to some myth, it isn’t simply a question of advertising in the right places. In some situations, you may wish to talk to a professional marketing company who have experience in the courier work business to get advice. Norman Dulwich is a correspondent for Courier Exchange, the world's largest neutral trading hub for same day courier work in the express freight exchange industry. Over 4,000 transport exchange businesses are networked together through their website, trading jobs and capacity in a safe 'wholesale' environment.
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